It’s a small world, after all.
We’ve all heard of the concept Six Degrees of Separation. According to a 1960s social study, every living person is connected to any other through only six friends.
However, a much more recent study suggests that Facebook has reduced the Six Degrees of Separation to only four – 4.74 to be exact. This means the world’s largest social network makes the world even smaller (figuratively).
Facebook’s study also shows that even on an online social network that is supposed to cross the boundaries of geography and age, people tend to befriend others their own age, as well as people in the same country. And if you limit the analysis to a single country, the “four degrees of separation” theory shrinks even further, with most pairs of people being only separated by 3 degrees.
Do you think this is an accurate report, especially considering that – believe it or not – only 1/10 of the world’s population use Facebook? Whatever your take, these findings make us think differently as marketers about how we leverage the power of word of mouth, and it’s hard to disagree that it really is a small world, after all.